Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it’s when you initiate direct marketing that you first taste blood.

As you well know, we are living in the Age of Information, most of it very easy to obtain. But information is hardly enough for a guerrilla. And information is not insight. It’s the combination of information and thought that leads to insight and it’s insight that’s going to make you a stand-out in the direct response arena.

The first insight for you to absorb is that direct response marketing either works immediately or not at all. Unlike standard marketing that changes...

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